Google Ads introduces 2 new ways to target users


Google Ads is currently rolling out two new ways in which you can reach target audiences through Google search. Google Ads have announced their launch of both affinity audiences and seasonal event segments, for in-market audiences. These additional features are to be launched within the upcoming weeks, so here’s a little more information about the new targeting options.


Seasonal event segments for in-market audiences


The first of the new options we will be discussing is ‘Seasonal event segments for in-market audiences. This option has been introduced just in time for the holidays, and is designed to reach specific audiences with time and seasonally relative offers, as google explains in this example:

“, Toyota used the Black Friday and Christmas segments to focus on shoppers actively looking for their next car. By using these segments, the brand saw a 67% increase in conversion rate and a 34% reduction in cost per conversion.”

The introduction of this targeting option will allow companies to better refine a target audience, and apply this strategy directly to people who are most likely to be interested in the products.


Affinity Audiences


The second introduction Google has announced Is the arrival of ‘Affinity Audiences’. Targeting audiences via the option of ‘Affinity Audiences’ assists advertisers raising a certain level of awareness and insight to audiences who have previously expressed a strong interest in a specific topic.

Google have released another example of how this can work in a real-life situation:

“For instance, let’s say you sell camping gear. To reach avid campers, you can pair an affinity audience like “Outdoor Enthusiast” with generic camping keywords. By adding this additional audience layer, you can reach people who are not only searching for camping products, but are also passionate about the great outdoors.”

Google have stated that companies such as Volkswagen have already used affinity audiences, and have achieved a 250% increase in their conversion rates when compared to its non-traffic audience.


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